What happens if you do nothing?

With budgets dwindling and innovation falling by the wayside, stop and think about what happens to your brand if you do nothing? 

I completely understand the need to reduce spending, but my fear is that doing nothing may leave customers feeling undervalued or neglected.  Not a risk you should be willing to take in this market – a market characterized by declining consumer confidence and rising consumer distrust and cynicism.   Brands need to give customers Reason to value your relationship.  Going back to The Reason’s dating analogy for marketing – if you’re not wooing your customer and earning their trust, you can bet someone else is.

I know what you're thinking... "I just don't have the budget."  I get it.  It’s obviously tough these days, but the key is to make sure every penny spent makes an Impact.  This, of course, relies on the credibility of your brand’s Insight into consumers’ lives.  Only when Insight is properly tapped and applied can you develop marketing strategies and initiatives (Ideas) that will yield the optimized ROI – stretching that dollar for the greatest Impact.  Furthermore, you should be committed to regularly measuring your Impact… and ready to tweak your initiatives based on evolving consumer Insight.

These are tough, tough times. As analogous as marketing may be to dating, you can't let emotions guide your decisions...  you gotta be Reason-able.

Comments

[Peter Cheng]

amen bro